How Advertising Works

Basic Communication Model

Advertising Communication Model
 So How Does Advertising Work?
• How does the message impact receivers?

• Advertising Objective  Intended response

• Advertising Effects  Actual responses

Advertising works when 

Actual Response => Intended Response
 Models of Advertising Effects
AIDA Model Think-Feel-Do Model

• • Think-Do-Feel
Attention
• Feel-Do-Think
• Interest
.
• Desire .
• Action .
.
 Facets Model of Advertising
Effectiveness
• Perception
• Cognition
• Affective/Emotions
• Association
• Persuasion
• Behavior
 Perception
• The process by which we receive
information through our 5 senses & assign
meaning to it

– Exposure
– Selection & Attention
– Interest & Relevance
– Awareness
– Recognition
 Perception
Exposure Selection & Attention

• Making contact • Drawing attention or

visibility to a product
• Goal of media planners
– Measure of effectiveness • Creating stopping power
– Examples
• Challenge 
Manage/Maximize ALL
contact points
 Perception
Interest Awareness

• Receiver is mentally • Results when an ad

engaged with ad & product initially makes an
• Pulling power impression

Relevance • Weak response

• Receiver connects with the

message on a personal level
– Examples
 Perception
Recognition

• Memory
• Measure of
perception
• Recognition
– Aided
– Unaided
 Cognition
• How consumers respond to information,
learn & understand something

– Needs
– Information
– Learning
– Differentiation
– Recall
 Cognition
Needs Information

• Something you think • Facts about product

about performance &
features
• Cognitive ad matches
product features to • Important in complex,
consumer needs high risk and high
price products
 Cognition
Cognitive Learning Differentiation

• Creating understanding • Brand-differentiating

through a presentation messages create
of facts, information & greater cognitive
explanation of impact
competitive advantage
– Examples
 Cognition
Recall

• Measure of learning &

understanding

• Consumers remembers
seeing the ad and the
information provided
about the product

• Audio / Visual aids

– Example
 Affective / Emotional Responses
• Mirrors our feelings about something

– Wants
– Emotions
– Liking
– Resonance
 Affective Response
Wants Emotions

• Influenced by emotions / • Agitate our passions

feelings
or feelings

• Examples
• Emotional appeals in
– Impulse buying
– Ad example ads
– Fear, love, humor
– Example
 Affective Response
Liking Resonance

• Positive feeling generated • Stronger response than liking

by the ad
• Identify with brand on
personal level
• Liking ad  Liking brand
– Example
• Resonating messages 
strong brand relationship
• Brand Liking determined – Example
by all consumer-brand
interaction
 Association
• Linking a brand with characteristics,
qualities & lifestyles that represent it’s
personality

– Symbolism
– Conditioned Learning
– Brand Transformation
 Association
Symbolism Conditioned Learning

• Making the brand • Repetition

stand for something
else
• How an idea gets
– Dettol 
implanted in a
– McDonald’s 
consumer’s mind
– Dawlance 
– Examples
– Levi’s example
 Association
Brand Transformation Brand Communication

• A perceptual shift in 1. Brand identity

the consumer’s mind 2. Brand position
– Product becomes a 3. Brand personality
brand
4. Brand image
5. Brand promise
6. Brand loyalty
 Persuasion
• The conscious intent on the part of the source to
influence or motivate the receiver of the message to
believe or do something

– Attitudes
– Argument
– Motivation
– Involvement
– Conviction & Preference
– Loyalty
 Persuasion
Attitudes Argument

• State of mind / • Use logic, reasons &

inclination proofs to make a
point & build
conviction
• Mental readiness to
react in a situation in
a given way • Advertising uses
– Positive / Negative / problem/solution
Neutral strategy
 Persuasion
Motivation Involvement

• When something • Degree to which you

prompts a person to are engrossed in
act in a certain way attending to an ad or
making a product
• Marketers motivate decisions
through incentives
– Examples – High involvement
– Low involvement
 Persuasion
Conviction & Preference Loyalty

• Conviction: Believing
something to be true
• Preference: Intent to buy
• Measured as an
attitude (preference) &
by repeat purchases

• Credibility: • Built through customer

– PR satisfaction
– Data – Loyalty programs
– Source credibility
– Example
 Behavior
• The action response
• A lot of advertising is designed to create
action

– Try
– Buy
– Contact
– Prevention
 Behavior
Try & Buy Contact

• Responding by visiting, calling,

• Initiating action through clicking, etc.
trial or purchase
Prevention
• Sales promos are used to
motivate people to act • The opposite of action

• Best measure of • Discouraging unwanted behavior

advertising effectiveness
 Summary
• Perception
– Exposure & selection / attention
– Personal factors  Interest & relevance
– Awareness & Memory (recognition)

• Cognition
– Consumer needs for product & information & how it is
learned
– Sense of differentiation which is recalled later

• Affective response
– Feelings – wants & like & resonation with emotions
 Summary
• Association
– Sets up a network of symbols
– Conditioned learning
– Transformation into brand with personality & image

• Persuasion
– Attitude change
– Arguments, motivations & level of involvement
– Conviction & preference

• Behavior
– Try, buy, contact, avoid
Sofia Bank
Orbit Gum
Omore’s Roundabout Mockups

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Relevance
Relevance

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Information
Brand Differentiating Message

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Comment

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Association

B
a
c
k
Emotional Appeal

BAC
Olper’s

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Association / Conditioned Learning
Association / Conditioned Learning

BAC
Ad Liking  Pug

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Wants

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BA
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